Today is the start of a whole new chapter at Whole Foods, now officially owned by Amazon. The high-end grocer has a plan to shed its "Whole Paycheck" reputation, and that begins with sales on "best-selling grocery staples" that'll almost make people think they're shopping at a normal supermarket. More benefits will come down the line for shoppers who are also Amazon Prime members.

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Orange signs around a Whole Foods store in Manhattan promoted the new "Whole Foods + Amazon" alliance. Tomatoes on the vine were about $1.99 per pound on Monday (43% off).

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A Haas avocado was $1.49, an entire $1 cheaper than normal (40% off).

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Bananas were 49 cents per pound (38% off).

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Fuji apples were $1.99 per pound, a whole $1.50 (43%) less than normal.

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Almond butter was $6.99 (13% off).

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At $3.19, a dozen extra large brown eggs was 60 cents (16%) less than normal.

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New York strip steak was $13.99 per pound, a $5 (26%) discount, and ground beef cost as little as $4.99 per pound (29% off).

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Salmon fillets were $5 (33%) less per pound than previously.

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A rotisserie chicken was $7.99, which isn't Costco-level cheap, but still $1 (11%) less than usual.

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The grocer even had a display of Amazon devices on sale, including the Amazon Echo for $99.99 and the Echo Dot for $44.99.

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Of course, if customers want any these Amazon-sponsored discounts delivered, they still have to use Instacart, which is still the grocer's exclusive delivery partner.